Today there are two types of search engines people are using, the “paid” search and the “optimized” search. However, two new search engines are emerging in the PR world; known as reputational search and social search. Search engines are extremely popular and are growing more each and every day. A search engine such as google, is not democratic and will name any site you are looking for. Links are the main focus of search engines. PR professionals are using more reputaional search engines. This includes press releases, blogging sites, and any media relations. Reputational search sites are geared to more detailed search terms. It is also helpful to make a list of keywords to help in the navigation process.